Social Media: Why Friends and Followers Leave Brands

by Dorina Lanza

in Strategic Marketing

I received an interesting blog post in my inbox today. It gives some useful metrics on why people in the US leave brands they were following on social media like Facebook, Twitter, and email. We can all learn something from these statistics.

Over 80% of consumers say they have “broken up” with at least one brand on Facebook, Twitter, or email. The main reasons are that the marketing messages are either: And the main reasons are that they find the messages that they are getting are irrelevant, boring, or there are too many of them.

As far as Facebook goes, 63% of fans there have “unliked” a company because of too many posts while 38% of have “unliked” a brand because posts were boring or repetitive.

On Twitter, 41% of users say they’ve stopped following a brand. Boring content is the main culprit (52%). Frequency is less of a concern (39%) for these users but clutter is more of a concern (41%).

Over 90% of email users say they have unsubscribed to a brand’s list. The main reasons are too many emails (54%), repetitive or boring content (49%), and cutting back on email subscriptions (47%) in general. In addition, 17% delete these emails as soon as they arrive, and 8% hit the spam button.

What can we conclude from this? Well, my conclusion is that people do pay attention to what you send out. So, respect your followers. Keep your content quality high and your message frequency reasonable. Only speak when you have something useful to say. Otherwise, you will become one of these statistics!

Here is the link to the full article.


Note: The study was conducted by ExactTarget and CoTweet. The findings are based on a survey, conducted from Dec. 2010 to Jan. 2011, of 1,506 online adults in the US.

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